Most Aussies fail to name Live Earth sponsors Tim Addington
With just eight days to go until the global series of Live Earth concerts, almost two-thirds of Australians have failed to identify companies that are sponsoring the event.
The survey by Lightspeed Research and the UK’s Ethical Reputation Index, shows that 67% of Australians who were aware of the event planned to watch the concerts on July 7, but 65% didn’t know which companies were sponsoring it.
Of those questioned, 19% incorrectly named Coca-Cola as a sponsor, with 11% correctly identifying Pepsi as a Live Earth backer.
Ten percent rightly recognised MSN as a sponsor, with 9% believing Yahoo had involvement with it. Philips and Smart were rightly recognised as sponsors by eight and seven percent of Australians respectively, while Samsung and BMW, which are not sponsors, were also named.
The survey was carried out in Britain, US and Australia. Americans did much better than Aussies in correctly identifying sponsors.
The survey will be carried out again after the concerts to assess the impact the event had on people’s awareness of sponsors.
A total of eight Live Earth concerts will take place around the world, with Sydney kicking off proceedings on July 7. Other cities taking part include Toyko, Shanghai, London, Hamburg, Rio de Janeiro, and Johannesburg.
A world-wide television audience into the billions is expected to watch it.
